Customer Spotlight

How a family-run cookware brand went global with the power of video storytelling

Vermicular is a Japanese cookware company that leverages over 80 years of craftsmanship in casting and machining iron to create high-quality cookware. Their products are designed to seal in nutrients and enhance ingredients' natural flavors while also being free of harmful substances like cadmium and lead. Vermicular emphasizes simplicity in both its product design and company ethos, fostering a love of cooking and sharing meals with loved ones.

80+

years of business

25+

how-to-videos

5+

countries of operation

Challenge

Vermicular, a family-owned Japanese cast iron foundry with a legacy dating back to 1936, faced the challenge of revitalizing its business and expanding its reach beyond Japan. While renowned for its craftsmanship and commitment to quality, the company needed a way to tell its unique story and effectively communicate the value of its cookware to new international markets.

Brothers Kuni and Tomo Hijikata knew that brand storytelling needed to be part of their core marketing and communication strategies to help genuinely represent the history and expertise behind the products.

“Our biggest challenge was the language barrier. Since we launched the Vermicular brand in 2010, we’ve established a solid brand presence in Japan but none of that transferred over outside Japan,” says Mark Hayashi, Head of the US Office at Vermicular. “We literally had to start building the Vermicular brand from scratch, which was challenging and required extensive pre-launch preparations.”


Solution

Vermicular turned to video as a powerful tool for brand storytelling and global expansion. They invested in creating high-quality videos that showcase their heritage, craftsmanship, and passion for cooking. By partnering with a branding agency and collaborating with chefs who share their values, Vermicular developed compelling content that resonates with audiences worldwide.

“Brand storytelling has always been the core of our marketing and communication strategies. Telling stories of our unique history and commitment to craftsmanship resonated with our audience and helped us connect with them on a deeper level”
Mark HayashiVermicular’s Head of U.S. Office

“We started by crafting video concepts around our brand mission. Whether creating a brand story video or how-to-product videos, we make sure the contents represent who we are,” says Mark. “At the start, we did not focus too much on short-term sales, but instead prioritized maximizing customer satisfaction from a long-term perspective.” 

“Our hypothesis was creating a product video along with a how-to-video series would help our customers enjoy the full capabilities of the induction cooker. As stated in our brand mission, our goal doesn’t end when customers make a purchase of our cookware,” says Mark. “Our desire is to have our customers enjoy cooking with the Vermicular cookware as long as possible. We’ve noticed clear results from these how-to-videos as they not only help educate the owners but also help shoppers have a better understanding of the usage of the cooker.”

Vermicular used Vimeo as its video platform, taking advantage of the customizable embedding features, clutter-free viewing experience, and seamless collaboration capabilities.

“We prefer Vimeo for a number of reasons, but the first being Vimeo’s customizable features for video embedding. The clutter-free and ad-free experience allows seamless user experience throughout the website and protects the ‘touch and feel’ of our brand,” says Mark. “Vimeo also helps us share draft contents between our teams in the U.S. and Japan, so it’s easy to get feedback, even when we’re 5,000 miles apart.”

Outcome

Vermicular's strategic use of video has played a pivotal role in its successful global expansion. The business’s videos serve as an extension of its brand and products, effectively conveying its unique story and the value of its cookware. By leveraging the power of visuals and storytelling, Vermicular has overcome language barriers, built brand awareness in new markets, and fostered a deeper connection with its customers. Vimeo's platform has empowered the company to manage, distribute, and showcase its videos effectively, supporting Vermicular’s mission to inspire a love of cooking and sharing meals with loved ones around the world.


"We always consider our video assets to be an extension of our brand and products. Visuals are always more effective than just the written word, and this is especially true in the realm of cooking.”
Mark HayashiVermicular’s Head of U.S. Office
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